I am surprised and disappointed that Labour aren't further ahead in the polls. Does it indicate that there are an awful lot of people out there who look at this vile, incompetent government and want more of the same? Or is it the failure of Labour to get it's message across?
NB I'm obviously fully aware that we have a right-wing, pro-Tory media (the power of Dacre's et al's drip), but even they can't hide the bare facts that our services are being stolen from under our noses, unemployment is rising and standards of living are falling.
I should perhaps delve deeper in to some of these numbers before making comment but, from what I have seen so far, it looks like the balance of power is going to be held by swing voters and the un-voted. Of course, swing voters have always had a disproportionately loud voice (especially when things are close) but my view is that the younger demographics will come to the fore in 2015.
Those who have never before voted, those whose engagement with the political process is, at best, distanced and apathetic and those who, fortunately, cannot be effectively reached through traditional media.
The encouraging fact for me is that the Tory party's cheerleaders haven't the faintest idea how to engage with this demographic with one possible exception being Murdoch's Sun. Of all the traditional media-owners, he must again be seen as the wild card. And, perhaps more so than even in recent years assuming, of course, that he does actually see his 85th birthday and/or isn't forced to retire.
He owes the Tories nothing already. Quite the opposite (BSkyB) and Leveson will surely see them become even further over-drawn - after all, the inquiry hasn't just happened on their watch, it was set up by Cameron himself.
You could argue that there is already precedent. He has backed the SNP in Scotland and only time will tell whether that is because he senses a popular mood or because he is trying to aid the Tories' cause by removing the Scots MP's from the Westminster equation. Let's remember though, that Murdoch is not driven by ideology. He is driven by profit.
Back to the yoof he can't reach. Fewer of them than ever consumer press and TV news. Their "news", if you can call it that, is peer-reviewed information that is spread like hyper-gossip across social media and it respects no standardisation or categorisation. Gigs, workfare, pictures of cats, war - it's all part of the one conversation and I believe that Labour have to redouble their efforts if they are to get their message across.
More than that, they need to understand that one of their demographics of greatest potential couldn't just simply do it for them but also amplify it and give it greater credibility through word-of-mouse.